Brands as Engines for Profit: Universal Guidelines on How to Drive Growth - Softcover

Jones, Prof John Philip

Softcover

ISBN 10: 1259027775 ISBN 13: 9781259027772

Publisher: Tata McGraw-Hill Education Private Limited, 2012

Synopsis

"Too many marketing people have forgotten – if they ever knew – some of the rock solid, evidence-based, fundamental truths about the nature and value of brands. With a rare clarity of both thought and expression, John Philip Jones not only reminds us of them but also gives them new force. — Jeremy Bullmore, former Chairman, J. Walter Thompson, London This book is vintage Jones: expertly written, reader-friendly, simultaneously relevant and rigorous. — Professor Mike Ewing, Head, Department of Marketing, Monash University, Melbourne, Australia Jones’s most recent work confirms his position as the leading English language author on the science of advertising. — Brenda C. Garrand, CEO, Garrand, Portland, Maine John Philip Jones lays out a model for building brands to drive profits. John shows how this brand building approach, which has proven to build business in western economies, can be successfully adapted for emerging economies like India. — Deborah A. Henretta, Procter & Gamble Group President – Asia, and Global Specialty Channel; listed by “Fortune” as one of the “World’s 50 Most Powerful Women” Jones literally handholds you from the very first step of how to find a market, to creating a brand, launching it and sustaining it. If you are involved in the custody of a brand or training to manage brands, Brands as Engines for Profit is a must read. — Ravi Kant, Vice-Chairman, Tata Motors Ltd In Brands as Engines for Profit, Professor John Philip Jones has distilled a career’s worth of knowledge, added a spritzer of Q&A, and garnished with articles relating to the Indian market. — Hamish Pringle, ex-Director General of the Institute of Practitioners in Advertising, London Once again, John Philip Jones has proven he is the consummate expert on advertising and brands – domestically as well as internationally. — Dr. Jan Slater, Interim Dean and Professor of Advertising, College of Media, University of Illinois Salient Features · Hands-on and fact-based recommendations for the Indian market · How advertising drives brands · How to launch and establish new brands · The growth and enrichment of brands · Brand management · Measurement tools to monitor brands · A dialogue with Indian marketing and advertising professionals · Analysis of the economic effects of advertising · Glossary/description of important concepts"

About this title

About the Author:

Emeritus Professor at Syracuse University, New York, John Philip Jones graduated with Honours BA and MA in Economics from Cambridge University. He spent 25 years in Europe with international advertising agency J. Walter Thompson. In the academic world, his research and teaching have focused on the measurement of the effects of marketing activities. He has published 16 books (translated into 10 foreign languages); plus a large number of papers in leading journals. He has been consultant for major companies in more than 40 countries and has visited India on eight occasions.

About this edition

• Publisher: Tata McGraw-Hill Education Private Limited
• Publication date: 2012
• ISBN 10: 1259027775
• ISBN 13: 9781259027772
• Binding: Paperback
• Number of pages: 252